We, Team Saket, are in the business of storytelling through various mediums. We think, innovate, conceptualise, design and execute stories everyday. One such amazing story is Punyatli Gaadi
It all started with a thought from one of our top clients – B. U. Bhandari . They have been active in Pune’s changing scenario for past 98 years and are now known as one of the top dealers of Volkswagen Cars in the world. As Volkswsagen Ameo is designed and manufactured in Pune, we decided to redesign Ameo and named it Punyatli Gaadi.
It was a year ago when the Modi Government launched the Smart Cities Mission and in which, Pune was selected as the 2nd Smart City across the country. On the occasion of the first anniversary of the launch of projects under the Smart Cities Mission, the Central Government chose Pune to host the festivities at the hands of our Hon. Prime Minister, Shri Narendra Modi.
Saket was already a part of the Smart Cities Mission since the logo created by one of our senior most artist- Mr. Ravi Pawar was selected as the final logo for Pune Smart City. Saket Communications pitched to be the creative partners for Smart Cities Mission’s launch event and our work was quite appreciated by the Smart City. Saket was thus selected to work on all the communication for publicity through print, outdoor, radio and digital media campaign.
Our team worked relentlessly over a week managing close deadlines and work pressure with gusto. And the result was there for everyone to see. The entire city was painted with the colours of the Smart City campaign and all radio channels were also playing the ads throughout the day. And not only Pune, the ads were also published in all the major National Newspapers! Moreover, on the day of the launch, the digital media campaign went so viral that #SmartCityPune hashtag was trending at number 1 position across India! And it was indeed a privilege to have worked on a campaign that was attended by Shri Narendra Modi, Shri Devendra Fadnavis and many other renowned dignitaries.
But to make all of this happen, there were many nights spent burning the midnight oil at the office. It was a difficult task managing and co-ordinating with the multiple people and getting approvals on each and every creative. Sparks flew, arguments erupted, creative horns were locked and each person on the team gave their absolute best towards ONE goal. And since this was Saket, yummy food was not left behind. Right from wada pav to bhurji, dal makhni and parathas- everything was arranged as motivation. And as we know, it certainly worked!
We had absolute fun along the way and the entire experience of working on a challenging project turned out to be a terrific bonding experience! As an agency there was much to learn through this experience and we certainly look forward to many more such successful projects.
Here’s a peek into all the hilarious moments of Saketians along the way… right from the work process while making our pitch presentation till the final work was done and dusted!
Being in advertising has its perks and high points no doubt. So when the musical legend Shankar Mahadevan calls us up and candidly says that he wants to do a brand new show in Pune soon and wants Saket to be the agency to manage the creatives, it was one hell of a day for us!
What do you do when such a project comes your way? Jump with joy ofcourse and start working!
Well, that’s exactly what we did. The entire office was called for a meeting and we chalked out a tentative plan with dates, publicity, creative route and more. We were all excited and had one thing clear- this event has to stand out; it has to remain a memory in people’s minds- every person who attended the show and even those who missed it should remember it. And while brainstorming, someone suddenly came up with the name- ‘Katyaar to Kajrare’ et voila! the name stuck in everyone’s mind!
In advertising industry, we often create brand communications, but it’s not always that we get the opportunity to give expression to the human side of a brand. We got this opportunity with B. U. Bhandari, one of the largest business houses in Pune.
For over 95 years, B. U. Bhandari Group has served and operated in several industries like automobile, real estate and fashion. What binds all their ventures is the common thread – the way the brand relates with everybody, their customers, partners, employees and people in general. This is what offers personality to the brand B. U. Bhandari.
A herculean task of designing, branding, promoting and managing the entire event was undertaken by Saket Communications – The 3rd Roll Ball World Cup between December 15-20, 2015 at Shree Shiv Chhatrapati Sports Complex, Balewadi Pune.
The Game of Roll Ball
Roll Ball is a fast paced game that requires a combination of roller skating, Throw Ball and Hand Ball skills. The game was invented by Raju Dabhade in the year 2002 and the game is now is played by more than 65000 players in India and 40 countries in 5 continents globally. The game has high chance of getting into the Olympics.
Promoting a game of that caliber required a completely fresh approach. “Organising local events is one thing and organising a World Cup is yet another”! Our creative team got to work quickly. Being a game of immense national pride, we had already put our hearts into it!
Is it a challenge or a cakewalk to create a brand language for an already renowned and beloved brand? Well, thankfully we took it up as a challenge and turns out we nailed it! The brand we are talking about isn’t a product or a service but a person- a super famous musician, Shankar Mahadevan.
Yes, Team Saket was called upon by Shankar Mahadevan himself to manage his social media pages and create a unique brand identity for his social media presence. A daunting task if you ask us- the musical genius has a following of over 6 lakhs fans on his facebook page alone. Creating posts that would appeal to all these different people while keeping Shankar’s ethos intact was an interesting project.
NB, known for her namesake label – Nidhi Bhandari Fine Couture Footwear, is a wellknown footwear brand in Pune. The Shoe Couturier belongs to the renowned B. U. Bhandari Family, however, she is set on a journey to make her mark in the world of fashion footwear!
When we first spoke to Nidhi, she was about to launch her footwear label in the market. When we heard her story, we decided to place her as a fashion label meant for niche only. From events to hoarding and from magainzes to digital media, everything was handpicked keeping in mind the taste of her target audience.
We believe you must have already seen our video related to our TOUCH philosophy and even read about our thought behind it. Well, if you haven’t, check it out on B. U. Bhandari Touch Facebook Page
Today’s post, however, is about our choice of using the ‘line art’ to design our B. U. Bhandari TOUCH creatives. We are sure you must have struck a chord when you saw the dotted lines throughout the videos and Facebook posts we have created for the brand for over a year now.
So let’s take a moment and reflect on this peculiar choice of ‘line art’.
In order to explain this, we need to take you to the Group’s history and ideology in a nutshell. The B. U. Bhandari Group started way back in the 1920’s and has consistently expanded through hard work and clear work ethics. Over the long period of 96 years, the Group is now recognised for its impeccable service, wonderful customer-care and constant innovation- be it through the product range or offerings.
The Group has 8 different brands under its umbrella and each of the brands has created its own niche in their segments. Right from automobiles to housing and footwear to animation studio, the B. U. Bhandari Group gives its customers a wide variety of services and products to choose from.
Calyx – A group driven by purpose and ambition has grown into diverse sectors including Construction, Telecom and Entertainment within a span of two decades. They have emerged strong in all the sectors they are into.
When we were approached for their campaign, we were excited to get associated with a group of that magnitude. “Complimenting to the size of their business, this campaign had to be big”. Calyx had decided to go very aggressive on their offers and discounts for this particular campaign!
Pune’s best kept secret for street shopping – Tulshibaug – has been a paradise for those seeking to experience window shopping and cheap bargains. With the place gaining popularity over decades, the locals and tourists flocking the place has made the place too crowded. However, the religious, traditional, financial and emotional connect that Tulshibaug has with the Pune’s heritage is inseparable.
On that note, Team Saket got to work for our clients Maple Group and Matoshree Estates to come up with something unique whilst not disturbing the connect that Punekars have with Tulshibaug. The answer was – Navi Tulshibaug